Reply To: Lead Quality + Primary Goal Changes?

[Staff_Sharp]

I’d switch back to the primary goal that best matches actual revenue, not just keep waiting because CPL looks stable.

What jumps out here is that the system got a stronger signal when you imported booked offline conversions, then performance deteriorated when phone calls were allowed to dominate the primary optimization set. If forms are closing better than calls, that’s a hint you taught Google to value the noisier action more heavily.

With only 21 booked offline conversions total, I’d keep the setup simple:
1. make the highest-quality downstream action primary
2. move weaker proxy actions like raw phone calls back to secondary unless you can prove they close at a similar rate
3. avoid teaching the campaign two different definitions of success at the same time

If you want to test calls as primary, I’d do it in an experiment rather than on the main campaign. At this volume, the bigger risk is muddy conversion prioritization, not that the algorithm just needs more patience.